Hooray House debuts at Target with story-led pet accessories
Bottom line
Hooray House, a new pet lifestyle brand built around original characters and story-driven collections, has launched exclusively at Target, marking the first fully realized product line from creative incubator Brand Love Lab. The brand was co-founded by Noria Morales and Nadine Steklenski, two former Target design leaders, and is entering the market with accessories, toys, and fashion items including a Daisy harness, leash, pet carrier, and character-based plush toys. Brand Love Lab describes Hooray House as a “pet-first retail concept,” while Hooray House’s own site says each collection starts with a story and is designed to turn everyday pet products into a more playful, design-led experience. (linkedin.com)
Why it matters: For veterinary professionals, this launch is another signal that mass retail is continuing to premiumize and segment pet accessories around lifestyle, emotion, and brand identity, not just utility. That matters because pet parents are increasingly encountering pet products in general merchandise channels, where storytelling and aesthetics can shape purchase decisions as much as function. It also lands as Target is investing more heavily in pet, having refreshed its owned Boots & Barkley accessories line in 2025 with more than 150 new products, while broader retail analysis suggests Target still has room to grow as a true pet destination. (corporate.target.com)
What to watch: Watch whether Hooray House expands beyond a launch assortment into seasonal drops, matching human-pet products, or broader distribution after its Target exclusive. (linkedin.com)
Hooray House has made its retail debut with an exclusive Target launch, bringing a storytelling-driven approach to pet accessories, toys, and fashion. The brand was co-founded by Noria Morales and Nadine Steklenski under Brand Love Lab, and positions itself less as a traditional pet supplies label than as a character-led lifestyle concept for pet parents shopping for style, gifting, and everyday use. Early Target listings show products such as a Daisy harness, Daisy leash, Daisy pet carrier, and plush toys tied to named characters, including a corgi toy described as “Daisy.” (target.com)
The launch fits with the founders’ background and with Target’s broader merchandising playbook. Retail Dive previously reported that Steklenski spent 18 years at Target, most recently as vice president of design, while Morales spent seven years there in design partnerships and influencer marketing. Brand Love Lab, founded in 2019, describes itself as a brand strategy and design company, and on its own site identifies Hooray House as a “pet-first retail concept incubated by BLL Ventures.” That helps explain why the brand arrives with a fully formed aesthetic world and narrative framework, rather than as a simple SKU line extension. (retaildive.com)
Hooray House’s own messaging makes that strategy explicit. On its website, the company says the brand began with a poem about a “wild party” run by animals, and that every collection is born from a story inspired by seasons, holidays, and the “absurdity” of life with pets. Brand Love Lab’s LinkedIn posts framed Hooray House as its first original brand, launching in May 2026, with a focus on walk accessories, toys, fashion, and even coordinated human-pet style. In other words, the product is not just the harness or toy itself, but the branded world around it. (hoorayhousepets.com)
That approach also lines up with where pet retail is heading. A recent Petfood Industry piece argued that pet brands increasingly have to balance emotional storytelling with proof and trust-building across retail and digital touchpoints, especially as consumers research more before switching brands. And Morning Consult analysis published in March 2026 found that Target has high general awareness among shoppers but relatively low “mental market share” as a pet retailer, suggesting there is room for differentiated pet assortments that create more discovery and emotional connection in-store. (petfoodindustry.com)
Target has already been leaning further into pet. In April 2025, the retailer relaunched its Boots & Barkley accessories brand with more than 150 new products and said it saw an opportunity between basic accessories and more stylish, premium offerings. Target also said around 70% of its guests are pet parents, and 30% purchase pet care items. Hooray House appears to fit neatly into that strategy: it gives Target an exclusive, design-forward brand that can sit above commodity accessories and help make the pet aisle feel more curated. (corporate.target.com)
There doesn’t appear to be much independent expert commentary on Hooray House specifically yet, which isn’t unusual for a very new launch. But there is some relevant industry context around the founders and the incubator behind it. Retail Dive cited retail analyst Sanford Stein in a separate Brand Love Lab story saying the firm’s work on trend-forward brands “bodes well” for creating on-trend labels, reflecting the market’s view that the team knows how to build commercially viable lifestyle brands. That doesn’t guarantee success in pet, but it does suggest Hooray House is entering with experienced operators who understand mass retail merchandising. (retaildive.com)
Why it matters: For veterinary professionals, the bigger story isn’t just another accessories launch. It’s that pet product purchasing continues to move deeper into mainstream retail environments where branding, design, and emotional storytelling can strongly influence pet parent choices. Clinics may increasingly see pet parents arriving with products discovered at general retailers rather than specialty channels, which can affect conversations around fit, safety, durability, enrichment value, and appropriate use. While Hooray House is not a health product brand, its launch reflects the ongoing lifestyle-ification of pet care, where identity and experience sit closer to the center of the purchase decision. (corporate.target.com)
What to watch: The next signals will be assortment breadth, sell-through, and whether Hooray House becomes a seasonal storytelling platform rather than a one-time launch. If Target expands the brand into holidays, matching pet parent merchandise, or additional categories, it could become a case study in how original IP and retail-exclusive design are being used to grow pet traffic in mass channels. (hoorayhousepets.com)